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One of the difficulties of social marketing is that there are relatively few accepted best practices and KPIs, which means it's easy for those holding the purse strings to be sceptical of the potential ROI.
But coming up with a robust framework for social media that can be applied across a range of businesses and marketing campaigns isn’t an easy task. However that doesn’t necessarily mean it’s impossible.
Digital agency Yomego hosted a roundtable last year with the intention of coming up with the aforementioned social framework for how to value social media advocacy, and has now published its findings.
The idea is that “until a sensible and workable approach is cracked, social’s progress will be stilted, and its full potential is unlikely to be fulfilled.”
As with all new industries, social media has developed its own unique jargon that can sound like a foreign language to ‘outsiders’.
We frequently use words like 'reach' and 'influence' with the assumption that we all understand them to mean the same thing, when in fact if you ask ten social media gurus or ninjas what they mean by ‘engagement’ you’ll likely get several different definitions.
This became apparent at a recent roundtable hosted by Yomego which aimed to begin the process of creating a common language and standards around measuring social marketing.
Each of the attendees could recount tales of misunderstandings with clients and colleagues caused by varying definitions of the same social buzzwords.
The launch earlier this week of branded pages on the social network, Google+, will have registered on the radar on many marketers.
But is it worth them getting involved? And how should brands go about it?
At the end of September, Magners announced that it is starting to sell limited edition cider directly via its Facebook page.
Asos was the first UK retailer to open a fully transactional Facebook store in January this year.
On the face of it, f-commerce seems to be taking off, so should brands be launching F-commerce stores?
If we get bad customer service online, we vote with our feet. We stop doing business with the company in question, or take action against it. We call it out on Facebook, Twitter and (in the famous case of United Airlines) we notoriously write songs about it.
Although most brands use social media to market themselves, relatively few provide really excellent customer service.
Here are my top five tips for getting customer service right on Facebook...
We’ve seen a real shift this year in the understanding of how social media can be integrated within consumer-facing organisations.
The conversation has moved on from ‘how do we get involved in social media’ to ‘which areas of the business do consumers expect to interact with us over social channels?’
Social marketing has evolved, brands have a clear focus on ROI, and the debate is altogether more sophisticated.
Billions are spent by global brands on sports sponsorship. Olympic sponsors will have to learn the lessons from last year's World Cup and make the most of social media to get value out of their sponsorship deals.
We've been charting the performance of the top 50 brands on social media (and looks at why some brands have done better than others), and there are some interesting results.